Business Weekly - Cambridge, UK

Based on technology invented by Rob Hayes & Johan Feenstra, in 2002, Liquavista uses advances in materials and technology to create ‘electrowetting’ displays that offer significant advantages over existing and emerging display technologies. Producing bright, colourful images, which show video content at very low power, Liquavista’s technology is designed to actually get brighter in direct sunlight.

Liquavista said the research highlights that the visibility problems are now creating bad feelings amongst users, with nearly half of the respondents (44 per cent) citing that they feel misled by the advertising campaigns for such devices which predominately show them being used in an outdoor environment.

88 per cent of Great British adults have a mobile phone; 90 per cent have either a mobile phone, digital camera, desktop or laptop computer.

Critically, the report seemed to indicate that technology such as Liquavista's could play a catalytic role in the take-up of new technologies such as mobile TV, the spectrum auctions for which should take place early next year.

54 per cent of respondents would consider an upgrade, while 31 per cent would be more likely to subscribe to additional services such as mobile TV if the shortcomings of current displays could be overcome.

“Consumers are right to argue that the technology running behind today’s displays isn’t at a satisfactory level,” said Mark Gostick, CEO of Liquavista. “It’s not good enough anymore to expect users to interact with a ‘mobile’ device only from behind closed curtains or with one hand over the screen the block the natural light.”

“That said, positive developments are already taking place in the industry and manufacturers are now in a position where they can address these issues just as soon as they can make the necessary changes to their production lines. The next generation of displays will not only use 90 per cent less power than todays but they are also guaranteed to be visible in all lighting conditions, inside or out.”